Facebook to remove ads displayed with controversial content

A new automated review process is in the works

By Zach Miners, IDG News Service |  Internet

Facebook is launching an aggressive strategy for better detecting violent, graphic, sexual and otherwise controversial content across its site and removing ads that appear alongside that content.

The changes follow other recent developments involving hate speech appearing on the site, which Facebook has vowed to better combat, though that has not stopped some marketers from pulling their ads in response.

The new detection and removal policy, which was announced Friday in a blog post, is designed to provide Facebook with a better mechanism for removing ads that appear alongside certain types of questionable content on Groups and Pages.

"While we already have rigorous review and removal policies for content against our terms, we recognize we need to do more to prevent situations where ads are displayed alongside controversial Pages and Groups," the company said.

"So we are taking action," Facebook added.

The new review process, beginning Monday, "will expand the scope of Pages and Groups that should be ad-restricted," the company said. Ads from all Pages and Groups that fall into this more comprehensive restricted list will be removed by the end of next week.

Previously, a Page selling adult products was eligible to have ads appear on its right-hand side, but going forward those ads will not be displayed next to that type of content, Facebook said. The changes will be applied to Pages and Groups containing violent, graphic and sexual content that does not otherwise violate the company's community standards.

The way Facebook classifies what is offensive content and what is not is complicated. In terms of graphic content, "we understand that graphic imagery is a regular component of current events, but must balance the needs of a diverse community," the site says in its community standards.

For instance, "sharing any graphic content for sadistic pleasure is prohibited," the site says.

Facebook introduced new policies to combat hate speech on the site last month, following the campaign of several high-profile women's groups including Women, Action and the Media, and the Everyday Sexism Project.

Around the same time, some big-name brands like Nissan and Unilever's Dove company pulled ads on the site.

The review process will be carried out manually by humans at first, "but in the coming weeks we will build a more scalable, automated way to prevent and/or remove ads" that appear next to controversial content, Facebook said.

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